Responsibilities

• Own end-to-end lifecycle strategy and execution: map customer journeys, define key stages (onboarding, activation, habit formation, expansion, renewal, win-back), and build multi-channel automated flows
• Develop and launch high-impact campaigns and nurtures (welcome series, product education, milestone triggers, re-engagement, upsell/cross-sell, churn prevention, and subscription reactivation)
• Build and refine audience segments using behavioral, usage, and subscription data to deliver hyper-personalized experiences
• Partner closely with product, data/analytics, customer success, and engineering teams to align on triggers, messaging, and technical implementation
• Set up, monitor, and optimize experiments (A/B, multivariate) to continuously improve open rates, click-through, conversion, retention, expansion revenue, and churn metrics
• Analyze performance using SQL, Amplitude/Mixpanel, and other tools to identify drop-offs, opportunities, and ROI; report on key KPIs (activation rate, D30/D90 retention, expansion revenue, churn rate, LTV uplift, NRR)
• Collaborate on content creation (copy, creative assets) and ensure brand voice consistency across all lifecycle touchpoints
• Maintain and evolve the lifecycle marketing roadmap in line with product launches, seasonal campaigns, and business priorities
• Champion best practices in personalization, frequency management, deliverability, privacy/compliance (GDPR, CCPA), and inclusive messaging